To combat the ongoing global malnutrition crisis, The Eleanor Crook Foundation (ECF), a U.S. philanthropy dedicated to fighting global malnutrition through advocacy and research, launched LifePack – an initiative aimed at uniting the video game industry to end severe malnutrition by raising money through in-game purchases. Every 25 cents raised through LifePack will provide one life-saving Ready to Use Therapeutic Food (RUTF) packet to a child in need. Three packets a day for six to eight weeks can bring a child back from the brink of death.
ECF and Hive worked with Thinkingbox to create a unique free-to-play game featured on the LifePack website. Inspired by retro arcade games, the game allows players to directly battle the enemy malnutrition in-game. To celebrate the launch, gamers will be able to “unlock” a day’s worth of RUTF every time they play with a goal of unlocking 10,000 day’s worth of RUTF in the first week.
Comments
